Chapter 10 On the governance of privacy-preserving systems for the web: should Privacy Sandbox be governed?
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This work investigates governance structures of various web and internet projects or standardisation initiatives. The changing landscape of the digital advertising ecosystem is considered in the context the potential development of a privacy-preserving ad system. This is made on the example of the currently much-debated technical- standardisation proposal within the context of Google’s Privacy Sandbox, and the associated other proposals. Using the insight from analysis of existing web standards governance structure, a potential governance structure for Privacy Sandbox is considered and proposed. The proposal put forward in this work considers technical measures, standards, and privacy, competition, and regulations. There are rising links between technology, privacy, and market competition, with new investigations and new regulations. Linking governance structures with regulatory enforcement frameworks is not unimaginable. In this work, such a case is suggested on the examples of existing European regulations: the General Data Protection Regulation (for privacy), and the proposed Digital Services Act (for competition).

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